How Stompers increased annual trials by 16% with a single-page paywall

Stompers is a walking and fitness app that uses gamification to motivate users to walk more. The team needed a clear paywall structure that effectively communicated their premium value and encouraged users to opt into their high-value annual subscription.

Stompers used Superwall to test whether a single, direct paywall was more effective at driving high-commitment trials than a multi-page flow.

The challenge

Stompers needed help figuring out what type of paywall flow to use. Three questions shaped the work:

• Trial commitment. The team needed to determine which structure — a multi-page flow or a simple, single page — was better at securing annual trials.

• Unexpected behavior. Initial tests showed that the single-page paywall led to more annual free trials, while the multi-page paywall led to more monthly subscription trials.

• Optimization priority. The goal was to boost the annual trial commitment, as annual subscribers represent the highest long-term value.

The solution

Stompers ran an A/B test comparing two paywall structures:

• Single-page control. Presented the product value, features, and the annual/monthly price options on a single screen.

• Multi-page variant. Multiple screens, guiding the user through feature benefits and a trial reminder before showing pricing.

• Pricing comparison. Variants compared the monthly price of $9.99/mo against annual prices of $79.99/yr and $49.99/yr.

The team needed to prove that the single-page flow was the most effective conversion path for their highest-value subscription: the annual trial.

The results

The test revealed that for Stompers' users, less friction led to higher commitment:

• Conversion rate jumped. The single-page paywall increased the overall conversion rate by over 16%, showing it was more effective despite less information.

• Annual trial increased. This option also led to a huge increase in yearly trial starts, proving that users preferred the direct presentation when committing to an annual plan.

• Higher ARPU unlocked. By shifting users away from monthly trials and toward annual trials, the team maximized the long-term revenue potential of their subscriber base.